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How a Growing Franchise Builds Its Brand Through Local Marketing

by Sanket Patel  |  
December 28, 2015

Q&A with Direct Energy Vice-President of Marketing Dave Kozak

National brands looking to capitalize on the consumer trend of buying local often rely on affiliates—franchisees, dealers, agents, or distributors—to carry their marketing message to local audiences.

Brandmuscle's recent research explored the nuances of these distributed marketing networks and some of the ways national brands can effectively support their affiliates to drive consumer demand at the local level.

We've taken lessons from that State of Local Marketing Report to a franchise marketing executive to learn more. Dave Kozak, VP of marketing for Direct Energy Services, manages national and local marketing for three distinct home services brands that are consistently ranked as the top franchises in their categories.

So what is Kozak doing with Mister Sparky, One Hour Air Conditioning & Heating, and Benjamin Franklin Plumbing franchisees that make them so successful at local marketing? We asked.

How do you make sure franchisees have well-rounded marketing programs, considering our research found that 62% of local affiliates are integrating tactics for their marketing campaigns?

We're vested in our franchisees' success, so our local marketing efforts start with national brand recognition. Consumers are looking for a known brand with a local presence—especially in the home services category, where they're inviting technicians into their homes.

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Sanket Patel is a senior manager of client development at Brandmuscle, a provider of local marketing automation software and services that help national brands own local.

LinkedIn: Sanket Patel

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